Whirlpool Case Study
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Table of Contents
Introduction 3 Global Marketing Strategy 3 Why People Buy Appliances 4 The Role of Market Research 5 Key Lessons Learned 6 Summary 7
Introduction
Whirlpool Corporation got its start back in November 1911 with founders Louis and Emory Upton. It was originally called the Upton Machine Company before going through a couple of name changes. The first was the change to Nineteen Hundred Corporation after Upton merged with Nineteen Hundred Washer Company in 1929. It then changed to Whirlpool Corporation in 1950 and it has remained the same ever since.
In 2011, 100 years after gettings its start, the company was the “is the world's leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion” according to its website. It also states that the company has “68,000 employees, and 66 manufacturing and technology research centers around the world”. This is very important as Whirlpool continues to look for opportunities in the global marketplace.
Whirlpool made their first move into the global marketplace in 1958 when they entered into a partnership with Brazil’s Brasmotor S.A. which was the parent company of appliance maker Multibras S.A. Eletrodomesticos. It took some time but in 1990, they continued their global expansion by moving into parts of Europe, Latin America, Asia and parts of Africa. Whirlpool markets many different brand names across nearly every country in the world. Some of the more recognizable names in the United States include Whirlpool, Maytag, KitchenAid, Jenn-Air and Amana. Brastemp and Consul are big brand names in Brazil while Bauknecht is a regional brand in Europe.
Global Marketing Strategy
Whirlpool started their global journey by acquiring an existing company in Europe and working their way into people’s homes through brand awareness. They continued to make their international product by
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Table of Contents
Introduction 3 Global Marketing Strategy 3 Why People Buy Appliances 4 The Role of Market Research 5 Key Lessons Learned 6 Summary 7
Introduction
Whirlpool Corporation got its start back in November 1911 with founders Louis and Emory Upton. It was originally called the Upton Machine Company before going through a couple of name changes. The first was the change to Nineteen Hundred Corporation after Upton merged with Nineteen Hundred Washer Company in 1929. It then changed to Whirlpool Corporation in 1950 and it has remained the same ever since.
In 2011, 100 years after gettings its start, the company was the “is the world's leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion” according to its website. It also states that the company has “68,000 employees, and 66 manufacturing and technology research centers around the world”. This is very important as Whirlpool continues to look for opportunities in the global marketplace.
Whirlpool made their first move into the global marketplace in 1958 when they entered into a partnership with Brazil’s Brasmotor S.A. which was the parent company of appliance maker Multibras S.A. Eletrodomesticos. It took some time but in 1990, they continued their global expansion by moving into parts of Europe, Latin America, Asia and parts of Africa. Whirlpool markets many different brand names across nearly every country in the world. Some of the more recognizable names in the United States include Whirlpool, Maytag, KitchenAid, Jenn-Air and Amana. Brastemp and Consul are big brand names in Brazil while Bauknecht is a regional brand in Europe.
Global Marketing Strategy
Whirlpool started their global journey by acquiring an existing company in Europe and working their way into people’s homes through brand awareness. They continued to make their international product by